ing marketing and promotion programs and coordinating the various communication functions. It requires firms to develop a total marketing communications strategy that recognizes all of a firm's marketing activities, not just the promotional variable, communicate with its customers. Consumers' perceptions of a company and/or its various brands is a synthesis of the "bundle" of messages they receive (such as media advertisements, price, direct marketing efforts, publicity, sales promotions, and type of store where a product is sold). For example, a high price may symbolize and communicate quality to customers, as may various other aspects of the marketing program such as the shape or design of a product, its packaging, brand name, or the image of the stores in which it is sold. Problem DefinitionLike we have mentioned above Shell is about to introduce to the market its "New Improved" petrol. What we have to do, as an advertising agency is to create a message by creating and implementing an integrated communication plan that will make clear to consumers that gasolines are not the same and that they have to choose Shell for the benefits its new petrol offers.Situation analysisEnvironmentSocial trends: The major trend in this market is basically to produce petrol that is friendly to the environment. On the other hand we have the car manufacturers that built new engines that require quality fuel and the consumers who expect increased performance and reliability. So the trend asks for petrol that ensures the cleanliness of the engine, maintains optimal performance and reduces harmful emissions.Technology: Due to the complexity of the product and the high technology that is used to be produced technology can play a significant role for Shell. The demand for petrol that will satisfy the markets high needs will make the role of technology very crucial.CustomersThe costumers in the petrol market are both male and female people between the ages of ...
